This course has been designed as a comprehensive introduction to the advertising industry, with an in-depth analysis of strategic processes and the role that advertising plays in consumer culture. Students will gain valuable insight into strategic plannning, client service, diverse media, branding, and campaign development. Advertising campaigns will be analysed drawing upon communication theories and conceptual frameworks to identify and critique extant campaign strategies and practices. Strategy techniques that students will engage with include the strategic pitch, concept development, agency approaches, the engaged consumer and citizen, globalization, digital and visual communication, and ethical issues.